Fegime Italia is the Italian arm of a European buying group that unites independent electrical wholesalers. Its strength is collective scale, so the site had to communicate the size of the network while still speaking individually to member companies, suppliers and the installers who buy from them.
The challenge
- Three audiences on one homepage, each wanting something different
- The value proposition is abstract, collective buying power, and abstractions need proof
- 140 branches across the network, none of which are easy for an installer to find
- A member companion app needing promotion alongside the website itself
- Italian and English required across the whole site, not just the top pages
What we built
- Corporate blue design system with organic blob motifs breaking up the structured layout
- Full width hero over aerial city photography leading with the group positioning statement
- Network scale counters, members, branches and countries covered, placed directly under the hero as the proof the pitch needs
- App promotion band aimed at installers, with device mockups and a route into the app
- Membership recruitment section inviting new companies into the group
- Services carousel for member facing offerings
- Supplier and partner logo wall showing the strength of the buying relationships
- News section for group activity and events
- Member company directory with logos and links
- Full width branch locator with a map based find your nearest outlet flow
- Member login in the primary navigation, plus legal and cookie policy pages
- Italian and English language switching across every template
Audience architecture
Rather than splitting into three separate journeys, the homepage is sequenced by audience intent. Installers get the app and the branch finder, prospective members get the scale figures and the recruitment block, suppliers get the partner wall and the member directory. Each audience finds its own path down the same page, which keeps the network reading as one entity rather than three microsites.
Results
A single site that speaks credibly to members, suppliers and installers, with the scale of the network made obvious in the first screen.
